While at Moving Brands, I helped designed the holistic concept for Sony’s holiday campaign. After exploring different messaging routes, we lead with ‘Unwrap Wonder.’ It had the hallmarks of a traditional holiday message, while capturing Sony’s balance of experimentation and craft.

We began experimenting with form, scale, color, material and structure. From metallic foil to silk to mylar, we wanted a material that was light, premium and similar to foil wrapping paper.

The ads were shown digitally in Best Buy and on Amazon, and finally the concept came to life in Sony’s flagship store on Madison Avenue as the focal point of their in-store window installation.